The Role of Employer Branding in Choosing a Workplace in South-West Slovakia

Nowadays, it is typical that not only employees compete to get a specific job, but also competition has developed between companies so that the most talented employees choose them and work for them.However, acquiring the most talented and most suitable employees for a given position requires serious energy.One potential tool for this is employer branding.In our study, we would like to assess the role this plays in the choice of workplace in South-West Slovakia.To this end, we conducted primary research involving 150 respondents.During our research, we formulated three hypotheses, which were analyzed in the SPSS statistical program.Based on our research results, even though employer brand building can be attributed to a costly marketing activity, it will definitely pay off after a certain period of time, as factors that are important to the respondents during the job search can also be found in the elements of the employment value proposition defined in the literature.The majority of respondents consider it important that the company has a good reputation as an employer, and it is also characteristic of them that they would prefer to work for a company with a strong employer brand.